2.03
Acquire foundational knowledge of marketing
information management to understand its
nature & scope
Explain the need for sport/event
marketing information
VOCABULARY
• Marketing Information - data collected from
internal or external sources to help make
marketing decisions
• Facts - something that actually exists; reality;
truth
• Estimates - an approximate judgment or careful
calculation about the impact of a product
• Predictions - a forecast of something to happen
• Relationships – What happens to products,
estimates or predictions based on changes
USES OF MARKETING INFORMATION
• IDENTIFY TRENDS
– Determine what changes are occurring in the
market
• Identify realistic goals
• Attracting and maintaining target market
WAYS to use Marketing Information
• Be SYSTEMATIC (organized)
• Be PROACTIVE
– seek and take advantage of opportunities
• Collect accurate data CONSTANTLY
– Keep up with changing needs of target market
IMPACT of Marketing Information
• Keep up with changing TRENDS
• Better reach to the target market
• Don’t waste money on ineffective advertising
Trends in 2013
TYPES OF MARKETING INFORMATION
• PRIMARY DATA:
– Original DATA or FACTS collected for a purpose
• SPECTATORS and PARTICIPANTS major SOURCES of Primary
Data
– (ie: Concert attendees, Game attendees, Gym Members)
• SECONDARY DATA:
– Information and conclusions gathered from reviewing
primary data
– 2 Types:
• INTERNAL
• EXTERNAL
INTERNAL DATA
INFORMATION/RECORDS WITHIN ORGANIZATION
– Request and Complaint Reports from customers
– Lost Sales Reports (Returns, damages)
Advantages
•Saves money
•Easily accessed
Disadvantages
•Doesn’t acknowledge market
•Might not be up-to-date
EXTERNAL DATA
• Information/Records Outside the organization
– Identifies TARGET MARKET INFORMATION
• GOVERNMENT SOURCES/ DEMOGRAPHIC RECORDS
– POPULATION INFORMATION in certain geographic locations
– Identify locations of certain target markets
» Is there a large enough population in a certain area to support a
sport team/event?
• Internet External Data/ E-Marketers
– CLICKSTREAM DATA
» Tells e-marketers what web sites and advertisements internetusers see
Data - Marketing Mix (4 P’s)
Data can be used to determine
your Marketing Mix
Product
•
•
•
•
Basic Product Type
Product Features
Good or Service
Packaging
Price
• Credit Choice
• Discounts
• Market
Place
• Distribution
• Selling Locations
Promotion
• Promotion Methods
• Promotion Timing
Data - Customer Information
•
•
•
•
•
•
Age
Gender
Income
Education
Family size
Home
ownership
• Address
• Occupation
• How money is •
spent
• Attitudes
•
• Primary needs
•
• Product
purchases
•
• Purchase
frequency
•
• Brand
preferences
Information
needs
Media
preferences
Shopping
behavior
Feedback
Expectations
“You Do”
You are the Assistant Media Relations Director for your favorite
University. This Saturday, your school will host the your rival
for a game at 3:30pm on ESPNU.
Your job is to prepare the pre-game notes on each team. These
notes are given to the coaches, local newspapers, TV (ESPN),
radio and are made available on the athletic website.
Collect internal data (from your school) and external data (from
your rival) relevant to this weekend’s game and prepare the
game notes. Your game notes should be at least 2 full pages.
Feel free to use a template in Publisher to create a more
attractive format.